Peju Winery

What Peju Winery does

Peju Winery is a family-owned estate winery founded in 1983 in Rutherford, Napa Valley, operating six distinct estate vineyards across 515 total acres (253 planted) spanning five Napa Valley sub-AVAs — Rutherford, Carneros, Calistoga, Pope Valley, and Oak Knoll District. The winery produces Bordeaux varietals (Cabernet Sauvignon, Cabernet Franc, Merlot, Malbec, Petit Verdot) and proprietary blends including Province (a red/white blend created in 1987) and Meritage, with winemaking led by Sara Fowler (VP of Winemaking & Operations, joined 2006) across French and American oak barrel programs. The 30-acre Rutherford estate is CCOF-certified organic (since 2007) and the winery is Napa Green Climate Smart certified (since 2009), with over 500 solar panels supplying ~40% of energy use.

The business model is predominantly direct-to-consumer, centered on the iconic 50-foot PEJU Tower tasting room (built 2003) that houses a 1906 Art Nouveau stained-glass window and offers seven distinct tasting experiences priced $40-$400 per person. Revenue streams include DTC wine sales (e-commerce at peju.com), the five-tier Club PEJU subscription wine club with quarterly shipments of 4-12 bottles, corporate gifting with volume pricing, in-home and virtual tastings, ticketed seasonal events (winemaker dinners, Lobster Boil, Harvest Festival), and wholesale distribution through regional partners across 44 US states. The company is led by second-generation owners Ariana Peju (CEO & Chairman) and Lisa Peju following founder Tony Peju's passing in 2023, and in October 2025 announced the sale of the Carneros-based Calmère Estate to refocus operations on the original Rutherford property. The company reports 51-100 employees and is privately held with no external funding rounds disclosed.

Name

Peju Winery

Legal name

Peju Province Winery

Website

https://peju.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

51–100 employees

Short description

Peju Winery is a family-owned estate winery in Rutherford, Napa Valley, operating six vineyards across 515 acres to produce estate-grown Bordeaux varietals and blends, selling direct-to-consumer through its tasting room, five-tier wine club, e-commerce, corporate gifting, and events.

Ownership category

akta.pro rank

Product category

Premium Estate Wines

NAICS

Wineries (312130), Grape Vineyards (111332)

SIC

Beverages (2080)

akta.pro primary industry

Wine Production & Winemaking (AFAFAAAB)

akta.pro secondary industries

Wine Grape Vineyard Operations (Varietal/AVA Practices, Yield & Quality Targets) (AFAGAJAJ), Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Wineries & Vineyards (Tasting Rooms) (THAFALAE)

Keywords

• Estate wine production
• Napa valley wines
• Wine club membership
• Winery tasting experiences
• Corporate wine gifting

Headquarters

HQ city

Rutherford

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct-to-Consumer Wine Sales: Wines sold directly to consumers through the tasting room, online at peju.com, and via wine club shipments. Includes a range of varietals from entry-level to reserve wines, with pricing from approximately $35-$100+ per bottle.
2. Wine Club Membership: Club PEJU offers five membership tiers (Prestige, Indulge, Reds, Reds & Whites, Light & Bright) with quarterly shipments of 4-12 bottles. Members receive discounts (10-20%), complimentary tastings, event access, and exclusive wines.
3. Corporate Gifting: Multi-gift order program for corporate clients with preferred pricing on wines and shipping. Includes gift sets, etched bottles, and virtual tasting experiences for corporate events.
4. Tasting Experiences: Paid wine tasting experiences ranging from $40 (Taster's Trio) to $165 (Chef's Tasting Experience). Additional revenue from private events, cooking classes, and culinary pairings.
5. Virtual and In-Home Tastings: Virtual corporate tastings with wine delivered to participants' doors, and in-home tasting events hosted in cities across the US. Revenue from wine sales at these events.
6. Winery Events: Special ticketed events including winemaker dinners ($400/person), lobster boils, harvest festivals, and the Decades Dinner. Additional revenue stream with premium pricing for exclusive experiences.
7. On the Road Events: PEJU To You events in various cities, in-home tastings, and the Portugal Douro River Cruise with Lisa and HB Peju. Revenue from event tickets and associated wine sales.
8. Wholesale/Distribution: Trade sales through distributors across US states, managed by Director of Sales and Regional Sales Managers. Distribution list available to trade partners via PDF.
9. Wine Subscription: PEJU Wine Subscription for more frequent deliveries of favorite wines with 10% off retail prices and flat-rate shipping. Separate Purely Province subscription for fans of the flagship blend.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels10 records

Core offering

Peju Winery produces and sells estate-grown Napa Valley wines from six vineyards across five sub-AVAs (Rutherford, Carneros, Calistoga, Pope Valley, Oak Knoll District), offering Cabernet Sauvignon, Chardonnay, Sauvignon Blanc, Rosé, Merlot, Cabernet Franc, and proprietary blends. The winery operates an on-site tasting room, a five-tier wine club with quarterly shipments, a flexible wine subscription, corporate gifting, and chef-driven culinary experiences, all centered on a family-owned direct-to-consumer business model.

Product overview

PEJU Winery is a family-owned estate winery founded in 1983 in Rutherford, Napa Valley. The winery operates six estate vineyards across 515 acres (253 planted) producing Bordeaux varietals and other wines sold through direct-to-consumer channels. The product portfolio centers on PEJU Wines as the core offering, complemented by tasting experiences at the iconic 50-foot Tower tasting room, wine subscriptions, Club PEJU membership program, and culinary experiences led by Executive Chef Nicolas Montañez. Additional services include corporate gifting programs, in-home tastings across the country, and private/corporate event hosting. The winery is female-led (Ariana and Lisa Peju, daughters of founders Tony and HB) with Winemaker Sara Fowler heading production. Sustainability certifications include Napa Green Climate Smart Winery and CCOF organic certification for the Rutherford estate.

Differentiator

Problem solved

Functional benefit

Products and services

• PEJU Wines Family-owned Napa Valley estate wines crafted from six vineyards across five sub-AVAs (Rutherford, Carneros, Calistoga, Pope Valley, Oak Knoll District). Portfolio spans Cabernet Sauvignon, Chardonnay, Sauvignon Blanc, Rosé, Merlot, Cabernet Franc, and proprietary blends including Province (red/white blend), Fifty/Fifty (Merlot/Cabernet Sauvignon), and Meritage. Bottles priced from approximately $35 to $100+.
• Wine Tastings and Tasting Experiences Guided wine tasting experiences at the Rutherford estate including Taster's Trio ($40, walk-in friendly), Classic Seated Tasting ($65), Heritage Tasting ($85), Sunday Funday ($85), Twilight Tour & Tasting ($110, Thursdays/Fridays 5-7 PM), Large Group Tasting ($125 for groups of 8-14), and Chef's Tasting Experience ($165). Open daily 11am-5pm.
• Club PEJU Wine Membership
• PEJU Wine Subscription
• Corporate Gifting Program
• In-Home Tastings
• Culinary Program and Cooking Classes
• Winery Events and Winemaker Dinners
• On the Road Events and PEJU To You
• Wine Accessories and PEJU Branded Merchandise

Quantifiable outcome

• Over 500 solar panels provide nearly 40% of winery energy use
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• 1% for the PlanetcoreStrategic or Co-development PartnerPEJU officially partnered with 1% for the Planet in 2026, marking a long-term commitment to environmental stewardship. The winery commits 1% of sales from the Napa Valley Collection of wines to support environmental nonprofits working to protect the earth. This reflects PEJU's existing sustainability practices and commitment to the land that has defined the family-owned winery for over 40 years.
• California Certified Organic Farmers (CCOF)coreOthersCCOF provides organic certification for PEJU's 30-acre Rutherford Estate vineyard. The winery achieved organic certification in 2007, demonstrating commitment to organic farming practices that benefit health, the ecosystem, and produce higher quality fruit.
• Napa Green / Bay Area Green BusinesscoreOthersPEJU was certified as a Napa County Green Winery and Bay Area Green Business in 2009, meeting rigorous standards for pollution prevention, resource conservation, and environmental compliance. The winery is a 'Napa Green Climate Smart Winery' certified sustainable from production to administration to hospitality.
• Fish Friendly FarmingcoreOthersAll PEJU estate vineyards have earned Fish Friendly Farming certification for sustainability, reflecting dedication to environmentally responsible viticulture.
• Franz Mayer of MunichminorOthersThe renowned German studio crafted the 10'x 20' Art Nouveau stained-glass window in 1906, originally for J.J. Haggarty's 'Castle York' mansion in Los Angeles. Tony Peju discovered the window at a San Francisco art auction in 1993 and installed it in the PEJU Tower in 2003.
• Calvin StraubminorOthersRenowned Southern California architect who designed the iconic 50-foot PEJU Tower in 1981. Tony Peju commissioned the design before purchasing the Rutherford property, and the tower was completed in 2003.
• CalvminorChannel Partner/ Reseller/ DistributorRiver cruise operator for the Portugal Douro River Cruise scheduled October 27 - November 3, 2027 with Lisa and HB Peju. The Porto Mirante serves as home base for the wine-focused travel experience.
• Porto Mirante (Douro River Ship)minorChannel Partner/ Reseller/ DistributorGracious river ship that serves as home base for PEJU's Portugal Douro River Cruise experience. Glides through UNESCO World Heritage landscape shaped by centuries of winemakers.
• Distributor PartnersminorChannel Partner/ Reseller/ DistributorWholesale distribution partners across US states (excluding AL, AR, DE, MS, RI, UT). Managed by Director of Sales Chris Arno and Western Regional Sales Manager Ryan Norton. Current distributor list available to trade via PDF.
• Napa Valley Hotels and Transportation ProvidersminorGTM or Marketing PartnerClub PEJU membership includes exclusive discounts at top-rated Napa Valley hotels and transportation providers, as well as complimentary experiences at select partner wineries. Part of local partnerships program for wine club members.
• Local Partner WineriesminorGTM or Marketing PartnerClub PEJU members receive complimentary experiences at select local partner wineries. Part of the local partnerships program offering wine country value-adds to club members.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Robert Mondavi Winery: Oakville-based premium Napa estate, originally the category-defining brand and now owned by Constellation Brands. Sits in PEJU's competitive set as a much larger, publicly-backed broad incumbent in the same Napa premium space.
• Crimson Wine Group: Public (OTC) holding company that owns several premium Napa and Willamette Valley estate wineries. Comparable as a multi-estate premium wine owner; PEJU is a single-estate private analogue in the same commercial peer set.

Direct peers

• Domaine Carneros: Taittinger-owned Carneros/Napa sparkling and still wine estate that runs a high-end chateau-style tasting room and wine experiences, highly comparable to PEJU's tasting-room-led DTC model.
• Schramsberg Vineyards: Historic Napa sparkling wine estate with cave tours and tastings, family operated (and now part of a larger premium portfolio). Comparable to PEJU on estate hospitality, library programs, and Napa heritage.
• Silver Oak Cellars: Family-owned (Duncan family) premium Napa and Alexander Valley Cabernet house with hospitality at each estate and a long-tenured wine club. Comparable on Napa estate scale, DTC emphasis, and family governance.
• Cakebread Cellars: Family-owned Napa Valley (Rutherford) estate winery with a strong DTC and wine-club model, second-generation family leadership, and a culinary partnership program — directly comparable to PEJU on scale, history, and channel mix.
• V. Sattui Winery: Family-owned Napa Valley winery famous for its estate-only (no wholesale) model, large tasting-room and picnic grounds, and broad DTC share. Compares directly to PEJU's estate-focused, DTC-led go-to-market.
• Inglenook: Iconic Rutherford estate winery owned by Francis Ford Coppola, producing premium estate-grown Cabernets with a heritage tasting experience. Directly comparable as a Rutherford-based, estate-focused premium Napa producer.
• Caymus Vineyards: Family-owned (Wagner family) Napa Valley producer of benchmark Cabernet Sauvignon with a powerful DTC and wine-club business. Direct comparable on premium positioning, family ownership, and Rutherford-adjacent estate wine focus.
• Stag's Leap Wine Cellars: Premium Napa (Stags Leap District) estate winery with a tasting program and a history of 90+ point scoring. Comparable to PEJU on premium Napa positioning, sub-AVA focus, and tasting-room revenue mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PEJUWinery
• Instagraminstagram.com/pejuwinery
• Xx.com/PEJU_Winery

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Peju Winery